The 'Hollowing' of Work and the Gig Economy—Why Jobs Feel Precarious in a Branded World

As brands shift from making products to selling images, corporations have changed not just what they offer—but how they hire and treat workers. Instead of long-term, stable employment side by side with product creation, new models emphasize outsourcing, contracting, and gig work. The dream of lifelong career has been replaced by the reality of 'just-in-time' labor, where temp jobs, freelancing, and part-time gigs are the norm. At the same time, everyone is encouraged to market themselves as a brand, making work feel more competitive yet often more precarious.

Studies show that this 'hollowing out' creates more flexible, responsive businesses but at a cost: increased insecurity, constant job-hopping, and decreased loyalty—both from workers and companies. Many talented people are left with little chance to build retirement, insurance, or community at work.

Recognizing these trends forces a rethink. What can be done to build stability or support in a world where companies are increasingly intangible and connections are temporary? Social psychologists suggest focusing on skill-building, community, and advocacy to regain a sense of security and purpose.

Take a look at your own working or studying life: make a quick list of jobs, gigs, or side projects you’ve done in the past year. Are any of them stable, or do they come and go? Highlight the ones where you feel appreciated and are growing—not just clocking in. Then, write down what would truly meet your needs—more hours, more support, clearer feedback, or something else. Use that clarity to plan your next move or start a conversation with someone in your field. It's okay if it's a wish list for now; think of it as a first step toward reshaping your work reality.